PRESS PACK For ROBERTA LEE
Roberta Lee — Style & Identity Expert London
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Speaking on TV & Media Commentary
Style & Identity Expert London
Roberta Lee is a London-based Style & Identity Expert publicly known as The Sustainable Stylist.
She has appeared on multiple national and international television stations over the years discussing sustainable fashion. Her past commentary was very much positioned around sustainable activism as she herself was unlearning much of what she thought was true about fashion.
Roberta now reframes clothing as a strategic tool for confidence, and long-term personal alignment. Her work now looks to redefine sustainable luxury – and what it means to wear your values.
She brings clarity, warmth and depth to her point of view and expertise — combining lived experience, industry insight and commercial awareness.
Speaking on TV
Roberta Lee is confident on live television and experienced in broadcast interviews and panel formats.
Her previous media work has focused on sustainable fashion — including fast fashion, conscious consumption, overconsumption, wardrobe longevity and the realities behind “ethical” claims.
Roberta brings a clear, relatable approach to every segment, using real wardrobe examples and consumer language to make complex topics understandable — without judgement or moralising.
Style & Identity Expert
Roberta Lee, known as The Sustainable Stylist, is a style and identity expert who has been championing sustainability in her business since 2015.
She has been on a journey of discovery over the last 10-years and her understanding of fashion, and sustainability. What has become clear is there is no straight path towards a sustainable future. Whilst fashion is often divided – what is clear is there is nothing to be gained by believing the world operates in only black or white – navigating the grey.
Roberta now speaks on style, identity and the evolution of sustainable fashion — from lived industry experience and long-term perspective.
Recognising how sustainability has matured, where messaging and long term sustainable change has fallen short.
The Mission
To redefine what sustainable luxury means
To change the way we relate to clothing — shifting from excess and short-term trends to longevity, discernment and values-led choices.
passion and purpose
Being ethical and sustainable doesn’t mean sacrificing style.
Roberta’s work shows that when women wear their values, they lead with confidence, purpose and clarity. She coined the phrase #WearYourValues in 2017 and has been true to this vision ever since.
She champions the #100wears movement, challenging our expectations of how quickly clothing should be replaced and encouraging a more intentional approach to personal style.
Her work blends strategy and self-expression — guiding clients to create wardrobes that reflect who they are and what they stand for, inside and out.
Roberta has styled for high-profile events including red carpets, SPOTY, COP26 and Earthshot, and hosted two global Going Green Summits (2018 + 2019) featuring sustainability experts worldwide.
sustainability and inclusivity
Roberta actively bridges sustainability with diversity and inclusivity.
Her approach is values-first and people-centred, ensuring people feel seen, respected and confident in their style — without narrowing sustainability down to a single “ideal”.
Ethical Brand Directory
Founded in 2017, after two years of research and frustration, the Ethical Brand Directory (EBD) was born.
A platform dedicated to connecting conscious consumers with ethical brands — and bringing communities together in London and online.
Roberta created EBD to support independent brands and help consumers navigate sustainability with more clarity and fewer empty claims.
She also developed an internship and fashion communication development programme training over 30 people in sustainable fashion communication.
A new chapter for EBD is due to be revealed as it approaches its 10th birthday (in 2027).
Roberta Lee signature quotes on style
The Roberta Lee Story
Roberta Lee, known as The Sustainable Stylist, has built her career on the true belief of the transformational power of clothes.
With a background in performing arts and dance, she learned how costume and movement can unlock confidence and shift identity — lessons that continue to shape her work today.
After a car accident ended her dance career, she moved into corporate communications, spending 15+ years across engineering, insurance, legal and fashion.
Burnout became the turning point that pushed her from contracting into entrepreneurship.
She founded Roberta Style Lee, The Inspirational Women Series Podcast in 2016 and later created the Ethical Brand Directory (EBD) in 2017 — a London-based sustainable fashion community connecting ethical brands and consumers.
Today, Roberta works with with women for private 1:1 styling, and brands for editorial shoots and commercial styling.
She is also a passionate speaker — delivering thought-provoking talks and engaging workshops that explore how our identity, values and nature shapes the way we lead, communicate and make decisions. Her talks now explore the deeper intersection of identity, leadership and long-term responsibility.
Her continued belief: “Style isn’t about clothes. It’s about who you become in them.”
journalist resources
Roberta Lee bio
Roberta Lee is known as The Sustainable Stylist — a London-based Style & Identity Expert and founder of Ethical Brand Directory. Her work focuses on values-driven style transformation and redefining sustainable luxury through longevity, craftsmanship and personal alignment.
Roberta Lee medium bio
Roberta Lee is known as The Sustainable Stylist — a London-based Style & Identity Expert, speaker and founder of Ethical Brand Directory.
Since 2015, she has worked at the intersection of style and sustainability, evolving her perspective from ethical fashion advocacy to a more refined philosophy of sustainable luxury rooted in longevity, craftsmanship and intelligent wardrobe strategy.
She supports ambitious women with who they’re becoming – and sustainable luxury brands, aligning how they show up with what they believe in.
fun facts
Works: London, Europe and Online.
Likes: Cycling, pilates reformer, outdoors, walking the dogs, learning (and un-learning!), cooking, champagne, helping people, beautiful clothes and listening to inspiring stories of women
Contradictions: Loves the thrill of F1 motor racing – but hates how unsustainable ‘racing’ is.
Dislikes: Wasteful behaviour, plastic, pollution, the dark side of fashion, hate, injustice, greenwashing…
Favourite sayings:
“Style isn’t about clothes. It’s about who you become in them.”
“Perfect sustainability is an illusion.”
“Building a sustainable wardrobe is a journey, not a final destination.”
social media
findrobertalee
@robertastylelee
@robertastylelee
